Brian Gilbertson, Chairman of private equity firm Pallinghurst Resources that owns about half of Faberge, said in a National Post article, “The second collection is slightly more conventional. If you walk up the street and look in the windows, it would be closer to that.”

Gilbertson declined to say how many of the initial collection of 132 pieces have been sold, but said there have been sales throughout the world.

Interesting points to note in this article is that Faberge’s strategic brand renewal has both modern and vintage, a.k.a. retro, elements. For instance, in the vintage Faberge corner, we have the trunk shows "where the company's namesake Peter Carl Faberge operated by setting up in a top hotel and inviting clients to view his works." And, in the modern e-commerce corner, we have Faberge’s worldwide online boutique, which aims to lure the wealthy to its website then consummate sales with private showings. We’ll keep watching and waiting to see if this strategy works.

Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au